Guilford County Workforce Development: 5 Trends in 2025

While headlines about the “future of work” seem abstract, Action Greensboro’s third annual Talent & Workplace Survey provides data from more than 300 organizations facing real workforce challenges today.

From Fortune 500 manufacturers to nonprofits, employers are facing questions like:

• How do you find skilled workers when 62% of companies struggle to attract qualified candidates?
• What happens when AI adoption accelerates, but training budgets stay stagnate?
• How do you retain talent when three generations work side-by-side with different expectations?

“The companies that are thriving aren’t the ones with perfect solutions to all these questions,” says Cecelia Thompson, Executive Director of Action Greensboro. “They’re the ones willing to adapt their strategies based on what the data is telling them. These findings give our entire region a roadmap for building the workforce we need to compete nationally.”

1. Guilford County has an ongoing skills gap problem

The survey confirms what many leaders already suspect: finding qualified talent has become difficult.

For example, 62% of employers cite attracting suitable candidates as their top challenge, while 69% struggle with candidates lacking logical and analytical thinking skills. What’s striking is the disconnect between what employers need and what they’re finding.

This isn’t just a local phenomenon. The survey says nearly 70% of employers nationwide report similar difficulties finding candidates with critical thinking and leadership skills, according to 2025 World Economic Forum data.

The disconnect becomes more apparent when you consider that 53% of organizations report annual training budgets under $10,000, yet 95% provide some form of employee development. This suggests many companies recognize the need to build skills internally, but may lack the resources to do so effectively.

Celina McCrea, community and business engagement manager at Goodwill Industries of Central North Carolina, Inc. said her team started receiving requests for cost-effective training opportunities among corporate and non-profit partners in 2022.

“The data from this report has allowed us to adapt our curriculum in real-time to meet the needs of our local employers, while continuing our mission of upskilling and supporting job seekers in our career services programming,” McCrea says. “Since we primarily work with overlooked talent, having these ‘hard to find’ skills gives them a major leg-up in their job search.”

Action item: Encourage your staff to attend Lead Your City on Sept. 4 — “By matching sessions with the critical skill areas identified in the survey, this summit helps bridge the gap between what today’s workforce offers and what our local industries need,” says Sarah McGuire, director of synerG Young Professionals. Register here.

 

2. AI adoption is accelerating

One of the survey’s most forward-looking findings involves AI adoption. Local companies are using AI for data analytics (50%), automating repetitive tasks (38%) and improving customer service (26%). These usage patterns that mirror national trends.

This isn’t the dramatic workplace disruption some predicted, but rather thoughtful integration of AI tools to enhance existing processes. The data suggests successful AI adoption focuses on specific, measurable improvements rather than wholesale transformation.

At a recent community-wide breakfast about the survey results, Dr. Mustafa Akben, assistant professor of management and director of Artificial Intelligence integration at Elon University, talked about the role of AI in the workforce.

“If your employees know how to use AI, their creativity increases,” Dr. Akben says. “But if they’re not properly trained and they don’t have a fundamental understanding on how to use the technology, their creativity flatlines.”

Action item: Learn more about how to use AI —Action Greensboro is teaming up Elon University for an AI workshop on Sept 19. Register here.

 

3. Retaining employees has become challenging

With an average turnover rate of 17%, Guilford County employers seem to be managing workforce stability better than many regions. However, the reasons people leave tell a nuanced story.

The top drivers of turnover reveal a mix of life transitions and workplace dissatisfaction: retirement (23%), family reasons (18%) and low pay (16%). While some factors like retirement are unavoidable, the prominence of family-related departures suggests that workplace flexibility remains essential for retention.

The survey shows that organizations are prioritizing retention through training and development (69%), improved onboarding (57%) and better workplace culture (56%). However, the gap between intention and investment, suggests many companies may be approaching retention reactively rather than strategically.

Action item: Become a Family Forward NC® Employer — More than 80 Greensboro-based employers earned the Family Forward NC® Certification, demonstrating a community-wide commitment to family-friendly workplace practices. Learn more about why having this seal of approval is a great way to attract and retain employees.

 

4. Generational shifts are reshaping workplace expectations

One of the most significant long-term trends in the survey is the generational composition of the workforce. According to the data, 77% of respondents report that Baby Boomers make up less than 25% of their workforce, while Millennials and Gen Z now dominate locally.

This shift has implications for everything from benefits design to management styles. Younger workers often prioritize different benefits, like flexibility, professional development and purpose-driven work. The survey shows that 58% of local organizations offer parental leave and 55% provide flexible scheduling, suggesting employers are adapting to these changing expectations.

Action item: Redesign your benefits package — Benefits packages need to address generational priorities. From traditional healthcare and retirement benefits to flexible work arrangements and professional development opportunities, talk to your HR team about what you can offer.

 

5. Local talent development needs strategic investment

While 87% of employers recruit primarily within Guilford County, less than 50% recruit from local universities and colleges. There’s an opportunity to strengthen regional talent development.

Only 57% of respondents indicate they hire interns, representing a significant missed opportunity for talent pipeline development. Internship programs, apprenticeships and stronger partnerships with local educational institutions could help address both immediate staffing needs and longer-term skills development.

The survey said that only 2% of respondents indicated Guilford County’s community amenities were a factor when candidates declined job offers, suggesting the region isn’t losing talent due to quality of life issues. Instead, the challenges appear to be around compensation, career opportunities and finding the right skill matches.

Action item: Learn more about Campus Greensboro — Through year-round programming and events, we connect talented students with local businesses for mentorship or internship opportunities. If you’re looking for an intern, Campus Greensboro can help!